Not only love, this month the brand is also talking about freedom and distance

February is the first full working month after the Spring Festival, and it is also the beginning of the "New Year, New Atmosphere" for brands. There are also two important festivals this month: Lantern Festival and Valentine's Day. Which brands have delivered surprising answers to the annual fixed test papers? In the recommended cases, we can see that we can see the brand's interpretation of traditional festivals and culture, as well as insights into the emotional needs of users.

In February, Buick took a different approach and chose the "February 2nd Dragon Raising its Head" to renew its logo with the symbol of "hand", and unified the brand concept with the courage and enterprising spirit in traditional culture. Huawei Mate50 set its sights on the distant and mysterious ancient city of Jingjue, and crossed the desert with an expedition team.

On Valentine's Day, Lengshenling drew inspiration from real stories and told the stories of ordinary people in love. Chunzhen released a short film "Xiaozhen's Diary", which looked at the love between parents from the perspective of children, bringing some freshness.

Based on user insights, ubras updated its brand slogan and launched a TVC with the same name. The film shows how ubras brings freedom to users in each specific scenario.

The following are specific cases, enjoy~

1. Ubras: Let the body be free first

On February 16, ubras released a new brand SLOGAN and launched a TVC with the same name "Free your body first".

The TVC is divided into three parts. First, subtitles are used to show the achievements of ubras in the industry since 2018 in the form of the first size-free, soft-support, skin-based underwear; then, the product is used to explain how ubras can actually help women solve the problems in life through real scenarios faced by women in real life; in the third part, the TVC turns the topic to a more public field, starting from a business perspective, focusing on brand responsibility, and emphasizing how brands can use products to promote small changes in society.

At the same time, ubras launched a call for submissions on the social platform, "When can we feel the freedom of our body?" Among the users' responses, there were the moments of jumping into bed after get off work, drinking coffee and eating breakfast, turning off the lights and closing your eyes, blowing the breeze at the beach, reading a book on the sofa, and so on.

This text collection, while communicating emotions, also strengthens the characteristics of ubras products: it is precisely because of its comfort and invisibleness that it can accompany so many concrete moments as a bystander, without making any noise.

Editor's Recommendation:

The copy of the entire TVC is simple but interesting, and the main parts are mostly presented in this form: one more..., there will be one less...

One more size-free one that doesn't squeeze people will reduce the number of people who have to go to the bathroom to unbutton their backs.

One more piece of soft support will reduce the habit of covering her chest and running in small steps.

One more warm and decent base layer will reduce the need for her to remind herself to hide her cuffs in winter.

…

The logic of the sentence is product, scenario, pain point, but what is not said is the specific needs and how to solve them. In the extended imagination of the scenario, the product becomes the answer, bringing out each specific freedom.

The interesting scenes are: "Whether this "size-free", "soft support", "undershirt" is from Ubras or not", the next sentence immediately follows, "Although, I am still a little angry." The brand takes a step back to advance, and looks at the industry competition from its current position, which not only points out the identity of the industry leader, but also creates a playful brand personality.

Along with the TVC, ubras' new brand proposition was launched. The brand's previous slogan was "so simple, so free" , which had been used for many years, but it was not often used in publicity. As the concept level of the underwear industry rises with the maturity of feminist thought, a group of "new" brands have reached a crossroads, and ubras has also entered its seventh year. After running through the front-end supply chain and verifying the feasibility of the business model, the long-term development depends on the height of the brand's position.

Chizuko Ueno, who has been at the center of recent public opinion, once wrote in her talk show "Happiness is the Best": "I know very well that what I pursue is not equality, but freedom." When ubras says "let your body be free first", we will realize that in the brand's discourse system, there is a first and a second, and we will also look forward to the second half of freedom defined by ubras.

2. Buick: The Dragon is Raising its Head, Please Accept This Buick "Hand" Protection

On the second day of the second lunar month, when the dragon raises its head and all things revive, Buick released a creative short film, which uses the creative form of "finger performance" to depict the work scenes of astronauts, fishermen, athletes, drivers and other people with different identities and professions. It not only expresses the concept of "giving a powerful hand to all the hands that do great things", but also contains the beautiful meaning of "new year, new progress, reduce complexity and get things done easily".

“An expert can reach the stars,” “A veteran can do everything easily,” “A strong player never lacks the courage to give it a try”... The philosophical interpretation of the copy, combined with the presentation of micro-scenery, enhances the narrative of the brand concept and the sense of immersion of the viewer.

It is worth mentioning that since the brand logo was renewed in 2022, Buick has changed the "three shields" logo that were previously closely arranged diagonally to parallel arrangements after removing the circles, which was nicknamed "three nail clippers" by netizens. This time, Buick picked up inspiration from UGC comments and launched nail clipper peripherals, using the official creativity of playing with memes to narrow the distance with users. From short film expression to the release of derivative products, Buick uses the symbol of "hand" to build a complete communication system.

Editor's Recommendation:

When it comes to car brands’ creativity, the traditional and common approach is to use celebrity endorsements and go for a luxurious and high-quality product. There are also those who follow the local customs and use a youthful narrative shell and a high-tech style. Buick chose to join the ranks of memes as an official, taking a self-deprecating and light communication approach .

Since the logo was renewed, Buick has been jokingly called "three nail clippers". This year, the dragon is raising its head, and the brand launched an advertisement with "hands" as the protagonist and a "different hand protection" precision nail clipper. First, it is to interpret the new brand logo in a concrete way and create a cognitive memory point; second, it is to precipitate the brand UGC into content assets and drive social media discussion; third, it fits the traditional custom atmosphere of "dragon raising its head", conveys the appropriate wishes, consolidates the relationship between the brand and users, and also forms a differentiated voice in the niche nodes.

3. Lengshenling: A Tribute to Our Cold, Hot, Sour and Sweet

"Everyone is tight on money now, who wants to come to the opera?" A Peking Opera actor who was carefully dressing up was suddenly informed that the performance was cancelled and the troupe was disbanded. "What should I do? My whole family depends on me for food." Life is difficult, where can I make a living?

"Hey, handsome guy, are you looking for a job?" He secretly told himself: I can deliver food at lightning speed, and I can be as agile as ever when I am not on stage. But life is not as simple and easy as he imagined. He wanted to perform kung fu but spilled the soup all over the floor. He passed by the park and got addicted to acting. He had a few lines with an old man and missed the delivery time... "Why does God bother heroes? Twenty years is just a dream." After returning to the stage and taking off his delivery uniform, he was disheartened and decided to return to the ordinary and become a deliveryman like everyone else.

"You sing so well, boy." Fate finally smiled at him around the corner. The video of him singing in the park in a takeaway uniform went viral online, and he was finally seen by more people. "Come back, there's a performance tomorrow." He chose life but never gave up his passion.

"One day, the weeds will blow the sand, the snails will climb up the cliffs, the reefs will block the waves, the fallen leaves will sprout again, time will dry up the mountains, rivers, lakes and seas, the wild flowers will look up at the prosperity, the reality once laughed at the insignificance of the ideal, life will be bigger than the stars..." When the bgm sounded, we seemed to experience the ups and downs of life in just a few minutes.

Editor's Recommendation:

This story, adapted from a true story, touched many people at the beginning of the Year of the Rabbit. Lengshenling received over 650,000 views and 18,000 coins, even though the official account on B station has less than 3,000 followers. "A moving advertisement does not need to deliberately emphasize the product and the name, it can touch people's hearts." "I blend my dreams into my life, dominating the world, hot and cold, sweet and sour, and dare to encounter and taste." "Literary masters" appeared in the comment area one after another, and frequently made golden sentences.

For Lengshenling, a national brand with a history of 84 years, it is crucial to deepen its brand image and continue the brand memory of "cold, hot, sour and sweet, eat whenever you want" . In most of the past, advertisements focused more on the functionality of the product. Hot pot ice lemon and the iconic face-covering action became the first impression of Lengshenling.

Lengshenling, which has not made a high-profile statement on brand marketing for quite a long time, chose Peking Opera as the core element, focusing on "everyone" who has been struggling to move forward in the past few years. They are rushing to find the answers to life in their own ups and downs, boiling in every ordinary day, dancing in every unwilling thought, finding the way they want to go on the road, and welcoming their own spring in winter.

Life has never promised happiness. The taste of hot, cold, sour, and sweet is the way people swallow all of it and walk out of their own happiness. Even though the ad only has a close-up and a few seconds of brushing teeth, the brand core of "on the road of life, fear no sensitivity, and you will eventually become a star" has already been deeply rooted in people's hearts.

4. Huawei: Searching for the Lost Secret Potential of the Ancient City of Jingjue

In February this year, Huawei Mate50 series invited three explorers from the China Exploration Association to search for the legendary "Jingjue Ancient City". They set out from the ancient city of Milan, hiked across the Taklimakan Desert, and finally arrived at the Niya ruins, unveiling the mystery of the Jingjue Ancient City.

The explorers used Huawei Mate50 to record the entire expedition. Through the mobile phone lens, the scene of "smoke in the desert, sunset over the long river" was reproduced for users. The broken walls that have stood for thousands of years, the brocade arm guards with the inscription "Five stars rise in the east, good for China", Han Dynasty documents, murals... were presented one by one, and the appearance of the ancient city of Jingjue gradually became clear.

During the expedition, the harsh natural conditions further highlighted the performance of Huawei Mate50. The temperature difference between day and night in the desert is extremely large, and the air is full of fine sand and gravel. The shooting equipment must be dustproof and waterproof, and have a high-quality screen and shell to avoid being scratched by flying sand and rocks.

Editor's Recommendation:

It is not uncommon for mobile phone brands to make movies. From Apple to Huawei, they are all jokingly called "movie companies". This time, Huawei chose "Jingjue Ancient City". In the novel "Ghost Blowing the Light" by Tianxia Changba, it is described as a strange and dangerous existence, but few people have seen the real appearance of Jingjue Ancient City. Due to its wide popularity accumulated from multiple appearances in literary works, coupled with the inherent mystery of this period of history, the topic of "looking for the secret of the disappearance of Jingjue Ancient City" itself is attractive enough.

At the execution level, the brand did not deliberately create topics, but objectively presented the explorers' journey to the audience, using intuitive images to allow users to experience the hardships of the journey. When users empathize with the explorers in the film, the expression of the brand concept is self-evident. The high-level artistic conception of words is that the more you want to say, the less you should say, and the same is true for brand advertising.

5. Chun Zhen: Xiao Zhen's Diary

The 1 minute and 30 second short film is in the style of a colorful children's cartoon. From small things like eating to dressing, the 7 scenes not only show the subtle love between mom and dad, but also let users see a loving family.

"I don't understand my parents' weird behavior. Is this what they call love?" The film begins with a question. The short film observes the love between parents from a child's perspective and reproduces every bit of "love" in the form of diary + comics.

Chunzhen's Valentine's Day short film does not deliberately value "love", but calls on everyone to "return to the purity and truth of love" by selecting touching details in family life.

Editor's Recommendation:

When it comes to Valentine’s Day marketing, the most important thing is to express love, and changing the perspective can bring surprises to users.

"Xiao Zhen's Diary" not only allows emotions to return to "purity and truth", but also allows our marketing creativity to return to "purity and truth".

It is worth noting that this short film is not limited to discussing the love between parents, achieving the effect of being in line with the Valentine's Day theme. In fact, whether it is the use of "Xiao Zhen" narration or the re-enactment of scenes to tell the parents' love for "Xiao Zhen", it can deepen the user 's perception of the "pure and true" brand image, strengthen the emotional connection between the brand and users, and guide users to associate with the family's consumption scene of Chunzhen yogurt .

Entering 2023, we can also see that Chunzhen has launched a series of content marketing actions around the theme of "Return to Purity and Truth", including the release of short films on New Year's Day and the Beginning of Spring, such as "All Wishes Come True" and "What is Innocence", and linked to topics on Xiaohongshu #Slow Life by Boiling Tea Around the Fire# and #My Healing Diary#, further sublimating people's perception of the brand and integrating it into contemporary popular lifestyles.

Author: Knife Skills Content Team

Source public account: Knife Skills Research Institute (ID: DigipontClub), insight into new consumption, empowerment of new brands, analysis of new marketing, and creation of good Chinese brands.